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IT Case Study | MTS India Case Study MTS India relies on HPE Vertica in a highly competitive telecom market Objective Use near real-time data analytics to delight customers How analytics keeps customers from moving Approach to the competition Focus on customer loyalty and retention, which required IT to provide high- performance analytics that is easily accessible by marketing to enable the rapid roll out of competitive incentive campaigns IT Matters • Campaign data loads at 2 gigabits per second, with processing done every 30 minutes • HPE Vertica implemented in less than 48 hours, running 24/7 on a standard HPE ProLiant DL380 cluster, providing the required resilience and performance • SAS Market Automation GUI used by MTS marketing for campaign management Business Matters Based in New Delhi, India, MTS is the brand along the mobile phone spectrum. As a • Acceptance of U&R (usage and name for a division of the Russian-based result, MTS experienced a reduced business retention) promotions increased from telecommunications company Sistema Shyam footprint, from 15 to 9 circles (state-centered an industry average 3% to 6.5% TeleServices Ltd, serving approximately 10 geographies). This mandate reduced its client • Marketing teams are now able to run million mobile phone customers on the Indian base from 15 million to 10.5 million subscribers MBonus U&R campaigns independently, without involving IT support subcontinent. In 2012, it decided to invest in at the beginning of 2014. a competitive data analytics solution to help retain existing customers and encourage MTS is now back onto a growth path, with increased usage of its mobile and broadband further increases in its customer base. But services. “We architected a solution, which competition remains fierce, with high churn included HPE Vertica, to help us quickly and churn potential in the most affluent identify customers who reach certain levels regions of the country. Wealthy circles like of usage and present them with marketing metro cities (Delhi NCR, Mumbai), states promotions within a short duration of usage,” of Karnataka, Gujarat, and Tamil Nadu fall explains Rajeev Batra, CIO for MTS India. into category A circles; category B and C circles correspond to less affluent regions. The telco industry in India is strictly In the circles where MTS operates, there are regulated; between 2010 and 2013, the 8-10 mobile providers, all competing for a Indian Supreme Court mandated a series of customer base with growing interest in smart nationwide auctions for frequency bands phones and data services. Case study Industry Page 2 HPE Vertica MTS Telecommunications MTS India operates its services on Code turnover rates in India are high. As a result, Division Multiple Access (CDMA) EVDO Rev customer loyalty programs are prevalent and B Phase 2 Network—which is one of the two key to customer retention. basic types of radio systems used by mobile phones operators—and it owns almost 40% of “One of our essential strategies centers on India’s CDMA High Speed Mobile Broadband usage and retention, or ‘U&R’ as we call Data market. The company is focused it” explains Rajeev Batra, CIO, MTS India primarily on the mobile voice and data market Telecom. “The more a customer uses our in its regions of operations, including some services, the more we will incentivize that instances of wire-line service. In nine of these customer’s increased usage. If a customer circles of operation, MTS offers wireless doesn’t see attractive options available, we broadband services and data services. With have plenty of competitors offering reasons its broadband offerings, MTS provides 120 for them to leave us.” TV channels via mobile smart phone, data cards, and MiFi dongle subscription-based To keep tabs on customer activity, MTS download services. primarily gathers usage data from its prepaid service customers from several core Heavy competition drives IT and Network elements, all collected by HPE Vertica for marketing campaigns. This the need for analytics data staging / loading solution provides a Five years ago, there were 12-14 providers per business-critical platform for the development circle in India. After the Supreme Court order of online, close to real-time MTS marketing that led to a series of bandwidth auctions, campaigns for direct 1 to 1 customer outreach. many smaller players were eliminated, yet The MTS system allows the telco company to eight to ten providers still operate in each capture what a customer is doing at any given circle. Consumers today frequently subscribe point in time, and provide an instant customer to more than one provider. In cities like Delhi, gratification offer around that usage. penetration is over 150%, meaning that many subscribers have more than one cell phone. In “Our marketing team was looking for an cities like Mumbai, penetration is nearly 200%. instant solution for reaching out to customers based on their real-time activity,” Batra Unlike other markets, customers in India are explains. MTS architected its solution not required to change their numbers as using HPE Vertica, which met its marketing they move from one provider to the next, requirements and has been up and running and unlike many service plans in the U.S. or for more than two years as of March 2014. elsewhere, most mobile phone contracts only In the telco space in India, MTS was the first require a 3-month commitment, so customer company to implement HPE Vertica. Case study Industry Page 3 HPE Vertica MTS Telecommunications “By rewarding new or recently upgraded customers with surprise bonuses in the form of extra minutes or additional data, we have more than doubled our conversion rate, from an industry average of 3% to an unprecedented 6.5%. No one else in our marketplace is achieving these numbers.” — Rajeev Batra, CIO, MTS India Telecom “In this environment, most providers are making new offers to the customer. Back then, trying to entice customers with the best plans we were collecting data from IT and network they can offer. All of them offer U&R programs elements, then sending it to a standard to retain and increase customer usage database implementation for our back-end, because they need to provide something where we stored campaign-related tables and unique to their customers. They want to customer segmentation data.” ensure they stay with their own network services offerings.” When MTS decided to implement an Advanced Campaign Management solution Data services on the rise using customer analytics, it considered a number of vendors and its IT team helped vendors set up a proof-of-concept for each Data plan and smartphone services are where one, allowing one week for each solution the heaviest competition now lies in India. under consideration. MTS is the first operator to have made data strategies its mainstay, in 2009. Since then, “We wanted to see how fast we could deliver the competition has followed the same path. the marketing campaigns based on usage,” Batra says. “How fast could we determine the Vendors are also competing to offer optimum best campaign for a particular customer? It support for Mi-Fi, a mobile Wi-Fi within was about breaking down all the information India. Because speed is the most important into a relevant format that marketing teams criterion in customer satisfaction, MTS is could use to reach out to the customer, almost offering “3GPlus” services, providing 9.8 Mbps online, in real-time. wireless broadband services, whereas most of the 3G operators in India provide services “We set up Vertica quickly, in less than 48 for 7.2 Mbps. hours. It was capable of working within our complex process, rendering information HPE Vertica as a competitive from various sources into a format to be differentiator understood by the analytical tools, and providing an appropriate action as the Before MTS began running analytics against result. Not only did it exceed our needs for its data, the company used what Batra rapid data analysis, but it also gave us a described as “a rudimentary system for batch good balance of price and performance. HPE processing of data related to marketing Vertica is our first data loading platform— campaigns, which limited us to a 24 hour and it has made our critical, near real-time gap between receiving the critical data and analytics possible.” Case study Industry HPE Vertica MTS Telecommunications Customer at a glance Hardware • HPE ProLiant DL 380s Software • HPE Vertica Analytics Platform software • SAS Market Automation “We specialize in ‘customer delight.’ For loyal customers, Vertica is a pivotal solution component that helps us deter- mine the type of gratifications we offer, and these are not things we advertise. In this highly competitive market, we know our customers like pleasant surprises.” — Rajeev Batra, CIO, MTS India Telecom Batra also cites HPE Vertica’s ease of use, “But our most critical achievement has been resiliency, and robust run-time environment for the business itself. We have realized a as strong suits that led to MTS’s choice of remarkable conversion rate for our marketing an HPE Big Data analytics engine. “It runs campaigns. The standard telco industry on HPE ProLiant DL 380s on a 24/7 basis in conversion rate in India is 3%. With HPE our data center; it’s a strong system without Vertica, we have been able to increase problems, no hiccups, which is exactly what a that to approximately 6.5%. This is a major telco needs. Anything lacking in performance breakthrough for us. The propensity for or resiliency would be unacceptable.” customers to accept the particular promotion that you are targeting for them – that’s risen Team empowerment, from 3% to 6.5%. On average in this industry, let’s say that out of 1 million offers made, business success maybe 30,000 accept.
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